What is Re-Promote Old Content?

Re-promote old content is a marketing strategy that has become prominent with the rise of digital and social media marketing.

In the past, marketers primarily used traditional media like TV, radio, and newspaper, where the shelf-life of content was pretty short. However, in the digital age, the value of content doesn't diminish by time. People often miss your content when it's first posted. It could be because it was missed in a busy social media feed or perhaps the person wasn't following your platform when you posted that content.

Re-promoting old content focuses on taking your best-performing or timeless content and sharing it again on your social media or other digital platforms. The premise is simple: it saves time and effort in creating new content while potentially driving more web traffic due to the content's proven popularity or relevance. This marketing tactic works well when your goal is to increase traffic, as re-sharing your top content gives a new audience a chance to connect with you, sparking interest and directing them to your site or service.

Examples of Re-Promote Old Content

  1. Success Stories: A business can re-share past customer testimonials or case studies to attract new customers. These success stories show proof of the company's abilities and can convince potential customers of their prowess.

  2. Holiday Posts: Seasonal content such as holiday greetings or special sales events can be re-promoted each year. This ensures your followers are aware of annual events or offers.

  3. Blog Posts: A blog post that offered value in the past, for example, an instructional post or a list of tips, can be re-shared. New readers can learn from it and even older followers can be reminded of useful information.

  4. News Articles: If your business was featured in a news article or receiving a high-profile mention in the past, re-promoting this old content can boost credibility and reel in new audiences.

  5. Evergreen Content: Any content that's not time-sensitive can be re-promoted, such as motivational quotes, insights about your industry, relevant tips, and advice.

Marketing Tactics Similar to Re-Promote Old Content

  1. Content Repurposing: This involves tweaking your old content to present it in a different format, increasing its lifespan and reach. For example, a popular blog post can be converted into a YouTube video or podcast episode.

  2. Content Recycling: This is similar to re-promoting old content but involves an additional step. You take your old content and update it before re-sharing. This could be updating stats, adding fresh insights, or modifying it to current trends.

  3. Content Syndication: This is distributing your content to third-party platforms to reach a wider audience. It can be used in conjunction with re-promoting old content.

  4. SEO Optimization: Updating your old content with new keywords or more relevant SEO practices to improve rank in search engine results is another similar tactic. This can increase organic traffic to your site as well, much like re-promoting old content.

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